Tegel gets heads bobbing in free-range chicken platform ‘Free Feels Good’ via Dentsu Aotearoa
Tegel is going free-range. As an iconic national favourite and New Zealand’s largest poultry provider, this is clucking big news. To celebrate Tegel has launched a new campaign via dentsu Aotearoa to spread the news that Tegel is raising the bar for Poultry in NZ.
Says Angela Irwin, general manager marketing and communications at Tegel Foods: “We’ve been transitioning our retail products to free range since 2022, with the goal that by 2025 Kiwis can pick up any Tegel product in the supermarket knowing they’re making a choice they can feel good about.”
Says Nick Gallagher, group account director at dentsu: “The free-range category skews towards rolling hills and animal welfare, but we wanted to focus on how freedom makes us feel. Living with freedom isn’t just something we want for ourselves, we want it for animals too.”
During the creative process it was discovered chickens can only bob their heads when they’re free to walk around – and humans also bob their heads when they’re feeling freedom vibes.
dentsu creative directors Brad Stratton and Hayley Marks used this simple insight to form the basis of the campaign: “We loved the fact humans and chickens both bob their heads when they’re feeling free. Dramatising that mutual movement seemed a good way to remind people how good freedom feels.”
The campaign launched 21 April and celebrates the little moments in our day when it feels head-bobbingly good to be free – heading home from work at the end of a long day, heading out to the playground for lunch and leaving home to go to flatting.
More product focused 15”s will rollout throughout the year.
Client: Tegel Foods
Creative & Media: dentsu Aotearoa
Director: Ric Cantor
Production Company: Scoundrel
Post Production: ToyBox
Music & Licensing: Franklin Road
15 Comments
Simple but very memorable.
Every time I bob my head along to music, I’m going to think about chicken.
What’s going on at Dentsu…
Not sure if that necessarily makes it effective advertising or not, but it’s definitely earwormy and cuts through in a real world household.
Will love this
It’s like they’re mocking the dead chickens they’re about to eat
Interestingly, any association with animals in a food ad is usually a no go…
Oh my days, are you for real? Said who?
Oh my days, are you for real? Said who?
The original lyrics
We’re gonna have a good day
And ain’t nobody gotta cry today
**’Cause ain’t nobody gonna die today**
Save that drama for another day
Feels really disrespectful to cut that specific line. I understand why it was cut, but it just strikes me as insensitive.
Free range or not the chicken dies.
Whats the song name?
Horrible ad! Enough to drive our family to never eat chicken again!
Cannot stand this ad. The chanting is awful. The head bobbing is almost mocking chickens
Oh this ia a new low
I hate this ad and have to turn off the soundtrackinute it starts. The choir of shouting, rather than singing children is unbearable to me.